El Jannah targets 100-store expansion with drive-thru push

Demand for fresh ingredients and convenience is fueling growth.

El Jannah plans to more than double its footprint in Australia, targeting more than 100 restaurants in the next two years as it leans on drive-thrus and its vertically integrated supply chain to meet rising demand for convenience and fresher dining options.

The charcoal chicken fast-food chain will mark a milestone on 20 September when it opens its 50th restaurant in Geelong, Victoria. Drive-thru stores now make up about 40% of the chain’s network, which Chief Marketing Officer Adam Issa said has been a “game-changer” for accessibility and sales.

“Performance has been consistently strong over a two-year stack, and our expansion into new geographies continues to fuel growth,” he said in an emailed reply to questions.

He noted that consumer appetite for protein-rich, freshly prepared meals is driving El Jannah’s growth, supported by its farm-to-plate model.

“Our vertically integrated model has also strengthened, allowing us to deliver fresh products to restaurants six, sometimes even seven days a week,” he said. “That’s something many in our industry simply can’t do.”

The group gets 70% of its ingredients directly through its own operations, including a farm where it grows parsley and tomatoes. It also works with local bakeries to supply Lebanese bread to restaurants daily.

Such vertical integration is uncommon among quick-service operators in Australia, Issa said, but gives El Jannah a competitive edge on cost, quality, and reliability. It has also helped shield the group from inflationary pressures, keeping family meal bundles priced as low as $12 per head.

Globally, one in two consumers seek to increase their consumption of fresh produce in the months ahead, according to PricewaterhouseCoopers International Ltd.’s Voice of the Consumer 2025 report, a trend El Jannah is tapping into.

Still, Issa said the brand does not intend to further expand its self-owned supply chain for now.

“We’re sticking with the strategy that’s worked for us,” he said. “Every restaurant will continue to be supplied through our own production kitchens.

When we enter a new market, we don’t just look for the right site, we make sure the supply chain is in place from day one to support it.”

International growth is on hold as the group doubles down on Australia, with Issa stressing that expansion abroad would only come when El Jannah can replicate its supply chain model to deliver the same standards of freshness and consistency.